In a bid to broaden the number of advertisers using its platform to reach audiences, Hulu just announced its Creative Partner Program that is aimed at small- and medium-sized businesses. The goal of the program is to help these advertisers develop engaging ads that meet the standards of streaming content viewers.
Businesses can work with partners in the program (currently, there are only four) to either repurpose existing video content or create something from scratch. According to Hulu, “each of these partners have intuitive technology platforms specifically tailored to make it easy for small-and-medium-sized businesses to navigate the creative production process from brief to delivery.”
No doubt that Hulu’s wish is that enough SMBs sign up to materially impact demand for ad inventory, and thus, its ability to maximize pricing. On a personal note, I’m all for anything that diversifies the ads I see on the platform, as I’m still personally plagued with seeing the same ads over and over again.